Organic food consumption: A multi‐theoretical framework of consumer decision making

An approach is introduced to combine survey data with multi‐agent simulation models of consumer behaviour to study the diffusion process of organic food consumption. This methodology is based on rough set theory, which is able to translate survey data into behavioural rules. The topic of rule induction has been extensively investigated in other fields and in particular in learning machine, where several efficient algorithms have been proposed. However, the peculiarity of the rough set approach is that the inconsistencies in a data set about consumer behaviour are not aggregated or corrected since lower and upper approximation are computed. Thus, we expect that rough sets theory is suitable to extract knowledge in the form of rules within a consistent theoretical framework of consumer behaviour.